There is an old saying in sales that "people buy people".  I think to a certain extent this is right, we have all purchased something off somebody we don't like.  I've purchased a car from a salesperson I didn't like, but it was a BMW.

So maybe it's not that people buy people, but you buy into trust.  I trusted that the BMW would be a great car (it was) and if I could just get past the salesperson I could trust the BMW brand and service.

So while I seem to be arguing against myself, there is a point.  

In fact the report argues that we don't trust business, politicians (not surprised with that one) and we don't trust CEOs.

But we do trust each other......

This report argues that with trust you gain authority. 

When we (and our prospects) search online for our goods and services, they are looking for something.  For example, I'm looking for a new CRM system, so I went to my network and asked for a referral and i was referred to somebody "who I could trust".  That person is on a short list of one.

Being "social" isn't about a "Top things to do on social" Hubspot article that you can tick off, it's building trust and authority online.  We have actually always done this in our sales careers, but social allows us to it and do it at scale.

Thanks to Katie Martell's LinkedIn article - Who Will We Trust in 2018? - for the inspiration for this Passle